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John Hurley

AMA: Amplitude Former VP of Product Marketing, John Hurley on Market Research

February 4 @ 10:00AM PST
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Amplitude Former VP of Product Marketing, John Hurley on Market Research
Top Questions
John Hurley
John Hurley
Notion Head of Product MarketingFebruary 3
What I love about product design teams is how differently they think and create. They tend to be really amazing at information design. PMM can create strong foundations – let's say user personas – and UX researchers and designers might totally reimagine how to display personas relative to their o......Read More
1350 Views
1 request
John Hurley
John Hurley
Notion Head of Product MarketingFebruary 3
Align on needs and get buy-in on the program from key stakeholders upfront, otherwise, you will just be reactive and the expectations will be that every request is handled and every asset is up to date. By setting a strategy upfront, defining the set of deliverables and the cadence at which they'......Read More
2619 Views
4 requests
John Hurley
John Hurley
Notion Head of Product MarketingFebruary 4
Ensure verticalization aligns well with core competencies, market perception, ability to deliver and differentiation. If you do not clearly understand the definition of the target vertical, the trends in that vertical’s consumer or enterprise user market as well as the size of the opportunity, it......Read More
2076 Views
3 requests
John Hurley
John Hurley
Notion Head of Product MarketingFebruary 3
PMM can bring the perspective from beyond the user. What are the markets, influencers, our executives, analysts, and competitors saying. If PMM is the subject matter expert – if they have a mind map for all the places where knowledge lives inside and outside the organization, then PMM again is th......Read More
2505 Views
3 requests
John Hurley
John Hurley
Notion Head of Product MarketingFebruary 4
Used on its own, market research is a reasonable tool for getting gaining and sharing knowledge on customers, markets, and competitors. What market research won't do is tell you if you have the right solution. For that, you need to run experiments to test if there's a good fit between the problem......Read More
1336 Views
1 request
John Hurley
John Hurley
Notion Head of Product MarketingFebruary 4
Here is the competitive intelligence mission statement I've used for several years (repeat from previous post but will add more detail).  “Define ourselves based on problems we solve and value we provide, not your competition. But also equip ourselves to stand out from competition and win agai......Read More
2296 Views
2 requests
John Hurley
John Hurley
Notion Head of Product MarketingFebruary 3
I like to create what I call an Opportunity Assessment. Here is the general table of content for the presentation:  - Problem Hypothesis - Target Market - Market Opportunity - Business Metrics / Revenue Strategy - Competitive Landscape - Our Differentiated Solution - Basic Solution Requirements ......Read More
2310 Views
5 requests
What role do market trends play in your wider market research program/thought process?
Market trend research is an activity that crops up a lot in product marketing, but I've yet to truly understands its value and application, beyond being something that's quite interesting to include as part of a larger body of work. Thanks!
John Hurley
John Hurley
Notion Head of Product MarketingFebruary 3
It's about grounding the organization in an understanding of the market opportunity, ecosystem, mindset, external factors impacting potential buyers. There's so many flavors with different goals...Market Sizing (whats the market attractiveness), Pricing research (how do we maximize business value......Read More
1408 Views
5 requests
Do you have any tips for performing market research with limited resources—both manpower and financial?
We don't have enough people to conduct lots of interviews or the money to hire a research firm or pay for reports they've already created. How can a one-person PMM team best spend their time and efforts to do effective market research that informs product, marketing, and sales strategies?
John Hurley
John Hurley
Notion Head of Product MarketingFebruary 4
I feel your pain!  - Templates - Prioritize with execs what will drive impact + Set expectations internal - Google alerts One other thing to think about...How can you use market research for multiple purposes...so much internal content that gets created can be tweaked and shifted by 20% to ......Read More
1704 Views
3 requests